asane

Fitbit is leaving the cheap smartwatch race – and this brand could replace it

Online Niel November 2, 2024

It pains me to say this, but Google it is destroying the Fitbit brand. With the Versa and Sense smartwatch lines Scrolling down and the future of the Inspire and Charge lines uncertain, there is now a huge opportunity for another company to break in and dominate the affordable smartwatch market. The question is, who will it be?

One obvious answer is Amazfit, which already offers a wide selection of wallet-friendly smartwatches, including $89 ones. Amazfit Bip 5and affordable fitness trackers such as Amazfit Band 7 — which happens to be best fitness tracker under $50. Heck, Amazfit even has decent quality and no subscription smart ring on offer for $199.

A less obvious option, however, is Armitrona US company that just launched its first smartwatch models this fall. Armitron has technically been in the wearable game since 1975, though you’d be forgiven for not knowing the brand until today.

Headquartered in Little Neck, New York, the brand has been churning out affordable wristwatches for nearly half a century and is now jumping headfirst into the world of entry-level smartwatches.

Two Armitron smartwatch models on a blue cutting mat, with several Fitbit models to the side of the image

(Image credit: Dan Bracaglia/Tom’s Guide)

The brand’s smartwatch offerings—which include the Apex, Eclipse, Matrix, Sync, and Quantum—all cost between $55 and $75. This range puts the Armitron in Amazfit territory. So can Armitron’s devices compete?

I’ve been testing the Armiton Matrix watch for a few days now and it still looks a lot like one Apple Watch SEbuild quality and features are on par with similar options for Amazfit. The companion app, while somewhat barebones, is also comparable to Amazfit’s The Zepp Health app.

The wearable can track a wide range of workouts and also offers sleep and women’s health tracking, smartphone mirror notifications, Bluetooth music control and voice support for virtual assistants like Alexa. On the health side, it monitors your heart rate, can take blood oxygen saturation measurements, and offers sleep tracking, calorie tracking, and step counting.

A user's wrist showing heart rate readings from an Apple Watch Ultra 2 (69 bpm) and an Armitron Matrix smartwatch (66 bpm)

(Image credit: Dan Bracaglia/Tom’s Guide)

A quick comparison of my heart rate between Matrix and Apple Watch Ultra 2 had similar results. SpO2 measurements also seem accurate. I took readings at three different points throughout the workday with the following results: 99%, 98% and 99%.

Of course, Armitron isn’t the only mechanical watch brand dipping its toes into the smartwatch realm. Fossil made them almost a decade before giving up last winter. So why do the Armitrons think their fate will be any different? To find out, we sat down with Armitron CMO Marisol Tamaro to get a sense of the family-owned company’s smartwatch strategy.

Why is Armitron getting into smartwatches and why now?

“Our smartwatches are available at prices that make them affordable for everyone. It’s the perfect marriage of technology, style and value.”
— Marisol Tamaro

Marisol Tamaro: We saw an opportunity to respond to our consumers’ need for a more affordable yet stylish and highly functional smartwatch. As connectivity and health continue to be top of mind for many, our smartwatches give them everything they need to support an active lifestyle and monitor their daily health while staying connected.

And just like our traditional watches, our smartwatches not only look great, but are available at prices that make them affordable for everyone. It’s the perfect marriage of technology, style and value from a brand people know and have come to trust in the watch industry over the past 50 years.

Google is ditching the Fitbit brand. How does that play into Armitron’s approach to the fitness tracker/smartwatch space?

Tamara: Unfortunately, Fitbit failed to pivot and innovate to meet consumer demand for a holistic wearable technology solution. Our Armitron smartwatches are designed to be accessible to everyone and offer a wide range of benefits and technical features to help consumers stay connected and manage their health.

How do you compete with the many brands on Amazon that also sell cheap smartwatches and fitness trackers?

Tamara: What sets us apart is that Armitron is a well-known and trusted brand in the watch industry. People are confident in purchasing a smartwatch from Amitron because of our reputation and track record of providing high quality, reliable and stylish solutions.

Who are your customers for smartwatch models like Eclipse and Matrix?

Tamara: The end consumers for our smartwatch models are those who want the comprehensive functionality of a Apple watch but at a more affordable price from a brand they recognize and trust.

Two Armitron smartwatch models on a blue cutting mat, with several Fitbit models to the side of the image

(Image credit: Dan Bracaglia/Tom’s Guide)

How do you ensure the accuracy and precision of your fitness and health metrics? Did Armitron work with other brands to help with this or did you develop the technology in-house?

Tamara: Pasha.

Can you tell me a little more about the women’s health tracking features on the latest Armitron smartwatches?

Tamara: The women’s health tracking feature on Armitron smartwatches makes managing your menstrual cycle very convenient. Track cycle days, menstrual days and last day of cycle.

You will also receive reminders, such as the day before your expected period, when ovulation starts, peaks and ends. The app has a calendar for easy tracking, and notifications go straight to the smartwatch. This feature is designed to help our customers stay informed while keeping things organized and simple.

What is the key thing that makes Armitron different from other budget smartwatch manufacturers?

Tamara: What sets Armitron apart is that the brand and the family are closely related. We started and remain a family and operated business. Our brand values are rooted in those of our founder, Mr. Gluck, and serve as guiding principles in everything we do. In carrying out the rebrand, it was important to us to preserve our heritage and these principles, while setting the stage for future growth and expansion.

Association-anemone

Association-anemone

Fitbit is leaving the cheap smartwatch race – and this brand could replace it

Online Niel

Sunny skies and above average temperatures on Saturday

Elon Musk Looks Definitely Scared After DOJ’s Stupid Lottery Warning

Instant takeaways from Boston’s college football loss at Louisville

Bullet Wrecked, Protest Survivor Suffers Months of Pain Without Ksh 50,000 for Surgery

Fitbit is leaving the cheap smartwatch race – and this brand could replace it

Online Niel

You Might Also Like

Sunny skies and above average temperatures on Saturday

Elon Musk Looks Definitely Scared After DOJ’s Stupid Lottery Warning

Instant takeaways from Boston’s college football loss at Louisville

Bullet Wrecked, Protest Survivor Suffers Months of Pain Without Ksh 50,000 for Surgery